Report for www.amazon.co.uk

Overall6.1

The overall score for this website.

Accessibility7.5

How accessible the website is to mobile and disabled users.

The following tests contribute to this score:

Experience5.9

How satisfying the website is likely to be for users.

Technology7.3

How well designed and built the website is.

Screenshot of www.amazon.co.uk

Nibbler tested a sample of 5 pages from this website at 15:46 on 20 Apr 2019 (BST).

Top priorities for website improvement

  • Encourage sharing of your content with social media buttons on articles and pages of your website. The amount of social activity a website should have depends very much on the type of website, its target audience, and how long it has been in operation. (read more)
  • Consider a leading website analytics solution, such as WebTrends or Google Analytics. (read more)
  • Add meaningful anchor text that describes the link's destination. If the link contains an image, ensure you have provided alt text. (read more)

Facebook page0.0

This website does not appear to be associated with a Facebook page.

  • This website was found to contain some links to Facebook, but none appear to be public Facebook pages associated with this website.
    • Sign up for a Facebook page and make sure it is linked to from your site, or if you already have one make sure it is public.

Source: Facebook

Twitter0.0

This website does not appear to be associated with a Twitter account.

  • This website did not contain a link to Twitter.
    • Sign up for a Twitter account and make sure it is linked to from your site.

Printability0.0

0% of pages are optimised for printing

Social interest0.0

  • We did not find any Facebook likes or Google +1s for the 5 pages we tested.
    • Encourage sharing of your content with social media buttons on articles and pages of your website. The amount of social activity a website should have depends very much on the type of website, its target audience, and how long it has been in operation.

Sources: Google+, Facebook

Analytics0.0

0% of pages use analytics

No Analytics SolutionNo

  • None of this website is using any recognised analytics software. It is still possible to gather a great deal of information from webserver logs, however complete visitor analysis requires client-side Javascript or an image not found here.
    • Consider a leading website analytics solution, such as WebTrends or Google Analytics.
  • Note that this test can only detect recognised analytics solutions. If an analytics solution is new, obscure or used in a non-standard way (e.g. it has been customised) it may not be detected.

URL format3.6

  • 4 URLs are particularly hard to type or remember.
    • Consider URL rewriting as an effective and transparent means of creating appropriate URLs. URLs using unusual characters (such as semi-colons or underscores), long numerals or complex phrasing are very difficult for real people to use or exchange. They also tend to be less favoured by search engines. Wherever possible ensure web addresses are 'human readable' - i.e. they should be easy to read, remember and type. In particular, avoid the use of obscure characters (including the underscore, which is not widely understood by non-technical users, or particularly memorable) and long numerals, e.g. example.com/23857984325.
  • One URL is too long. Long URLs are often ignored or marked down by search engines, and are frequently cut in half when exchanged in an email.
    • Wherever possible reduce the length of URLs to 256 characters or less. Consider URL rewriting as an effective and transparent means of creating appropriate URLs.

      Long URLs

  • 3 URLs are 'dirty'. 'Dirty' URLs include one or more parameters after a question mark (e.g. www.example.com/?pagename=news), instead of a clean URL (e.g. www.example.com/news). Dirty URLs should generally be avoided wherever possible - they are almost impossible for human beings to remember, may expose the technology of the website to hackers and can confuse search engines among other problems. Their use is sometimes necessary for specific applications, and acceptable in small amounts.
  • 1 URLs include a file extension.
    • Avoid use of file extensions wherever possible. File extensions appear at the end of web addresses, and have several negative effects. They make the address harder to remember or type (particularly for non-technical users), and can reveal the underlying technology of the website making it very slightly more vulnerable to hackers. They also tie the implementation of the website to a specific technology, which can make subsequent migration of URLs difficult. Consider URL rewriting as an effective and transparent means of creating appropriate URLs.

      Page extensions

  • 20.0% of URLs include an ID query parameter (e.g. www.example.com?sessionid=1234).
    • Avoid use of any query parameter ending in id, e.g. 'sessionid;' Google explicitly states that it will not include pages with this format in their index. Consider URL rewriting as an effective and transparent means of creating appropriate URLs.

Meta tags5.2

This is how this website will look in Google search listings:

Amazon.co.uk: Low Prices in Electronics, Books, Sports Equipment & ...

www.amazon.co.uk/

Sign up to Amazon Prime for unlimited One-Day Delivery. Low prices at Amazon on digital cameras, MP3, sports, books, music, DVDs, video games, home & garden and much ...

Meta Tags (name attribute)

Page URLNameContent
www.amazon.co.uk/descriptionSign up to Amazon Prime for unlimited One-Day Delivery. Low prices at Amazon on digital cameras, MP3, sports, books, music, DVDs, video games, home & garden and much more.
www.amazon.co.uk/keywordsdigital camera, LCD TV, books, DVD, low prices, video games, pc games, software, electronics, home, garden, video, amazon
www.amazon.co.uk/googlenositelinkssearchbox
www.amazon.co.uk/google-site-verification0av-rdTjNpaa3p3RQn2NosWTkVHJfXXWD0i2RzdKeKc
www.amazon.co.uk/twitter:card
www.amazon.co.uk/twitter:site:id
www.amazon.co.uk/refdescriptionSign up to Amazon Prime for unlimited One-Day Delivery. Low prices at Amazon on digital cameras, MP3, sports, books, music, DVDs, video games, home & garden and much more.
www.amazon.co.uk/refkeywordsdigital camera, LCD TV, books, DVD, low prices, video games, pc games, software, electronics, home, garden, video, amazon
www.amazon.co.uk/refgooglenositelinkssearchbox
www.amazon.co.uk/refgoogle-site-verification0av-rdTjNpaa3p3RQn2NosWTkVHJfXXWD0i2RzdKeKc
www.amazon.co.uk/reftwitter:card
www.amazon.co.uk/reftwitter:site:id
www.amazon.co.uk/.../wishlist?ref_=nav_wishlist_btnrobotsnoindex
www.amazon.co.uk/.../view.html?ref_=nav_cartformat-detectiontelephone=no

Meta Tags (http-equiv attribute)

Page URLNameContent
www.amazon.co.uk/x-dns-prefetch-controlon
www.amazon.co.uk/content-typetext/html; charset=UTF-8
www.amazon.co.uk/refx-dns-prefetch-controlon
www.amazon.co.uk/refcontent-typetext/html; charset=UTF-8
www.amazon.co.uk/.../wishlist?ref_=nav_wishlist_btnx-dns-prefetch-controlon
www.amazon.co.uk/.../wishlist?ref_=nav_wishlist_btnX-UA-CompatibleIE=edge

Headings6.5

adventures amazon bags bargain basket best blu-ray continue cookies deals designed easter empty enable entertainment every experience fashion finds fire gift graphic grocery kind month most notified please prime products select sellers shop shopping sign small startup suitcases t-shirt tablets travel trends video wished your

  • All pages were found to use defined headings. This is excellent as it allows visitors and search engines to summarise the content of webpages quickly. Correctly defined headings aid accessibility and are particularly important for search engine optimisation.
  • Many headings (9.0%) were found to be empty, or incorrectly defined. Empty or invalid headings are of no value to search engines and make a website less accessible.
    • Make sure all headings have content which is relevant to the page of content.
  • Some pages did not define headings correctly. The H1 tag should be used for the most top-level heading, with H2 being used for sub-headings and H3 for further sub-headings and so-on. Not conforming to this convention may confuse visitors.
    • Ensure that headings are defined in a semantically correct way, i.e. always start with a H1 tag. This is used to summarise the page content. Further tags (H2, H3, H4 etc) are meant to summarise and partition sections within the content.

Page headings detail

URLHeadingLevel
www.amazon.co.uk/Prime VideoH2
www.amazon.co.uk/Bargain findsH2
www.amazon.co.uk/FashionH2
www.amazon.co.uk/Sign in for your best experienceH2
www.amazon.co.uk/Shop EasterH2
www.amazon.co.uk/Bargain fashion trends for herH2
www.amazon.co.uk/Top startup products this monthH2
www.amazon.co.uk/Fire Tablets: Designed for entertainmentH2
www.amazon.co.uk/Suitcases and travel bags for all big and small adventuresH2
www.amazon.co.uk/Every kind of graphic T-ShirtH2
www.amazon.co.uk/Most wished for in DVD & Blu-rayH2
www.amazon.co.uk/Best Sellers in GroceryH2
www.amazon.co.uk/refPrime VideoH2
www.amazon.co.uk/refBargain findsH2
www.amazon.co.uk/refFashionH2
www.amazon.co.uk/refSign in for your best experienceH2
www.amazon.co.uk/refShop EasterH2
www.amazon.co.uk/refBargain fashion trends for herH2
www.amazon.co.uk/refSuitcases and travel bags for all big and small adventuresH2
www.amazon.co.uk/refTop startup products this monthH2
www.amazon.co.uk/refFire Tablets: Designed for entertainmentH2
www.amazon.co.uk/refBest Sellers in FashionH2
www.amazon.co.uk/refEvery kind of graphic T-ShirtH2
www.amazon.co.uk/refMost wished for in DVD & Blu-rayH2
www.amazon.co.uk/ap/signin...&Sign inH1
www.amazon.co.uk/ap/signin...&Please Enable Cookies to ContinueH4
www.amazon.co.uk/ap/signin...&New to Amazon?H5
www.amazon.co.uk/.../wishlist?ref_=nav_wishlist_btnGet notified about dealsH3
www.amazon.co.uk/.../wishlist?ref_=nav_wishlist_btnSelect "This is a gift" to:H5
www.amazon.co.uk/.../view.html?ref_=nav_cartYour Shopping Basket is empty.H1

Mobile8.0

Mobile screenshot of www.amazon.co.ukTablet screenshot of www.amazon.co.uk
  • This website delivers a mobile optimised version of the HTML when accessed on a phone. This is good because visitors on a mobile device will be able to access this website easily.
    • Having mobile optimised HTML is good, but the best way of adapting a website for different screen sizes is to use CSS media queries.

Server behaviour8.8

Yes404 page

YesCompression

  • This website handles missing pages correctly by sending a 404 HTTP status code.
  • This website was served with GZIP encoding. This is very good because it reduces the loading time of a web page.
  • 2 of the pages of this website return page content with or without a trailing slash on their URLs. Search engines might see these as separate pages with duplicate content which they could penalise for.
  • One page of this website returns page content with or without a trailing slash on its URL, but it uses a canonical tag to denote the correct versions. This is usually ideal, as search engines will know which version to index, but there are links on this website which point to the non canonical version.
  • Adding or removing a trailing slash to one of the URLs of this site returns an error page (404). This is OK as no content is being duplicated, but visitors might try browsing to the pages of this website with or without a trailing slash. Ideally, the alternate URL should redirect to the correct page.
  • This website follows the best practice of using a permanent (HTTP 301) redirect from http://amazon.co.uk to http://www.amazon.co.uk. This is ideal.

Amount of content9.0

Rendering Chart...

  • This website has an average of 1,493 words per page. The amount of content on a website has been shown to correlate with its search engine ranking.

Popularity9.3

84 Most popular website in the world

This website recently saw a moderate decrease in popularity.

  • This is the 84 most popular website in the world.
  • Over the past 3 months, this website has experienced a moderate decrease in popularity.
  • This website accounts for 92.5% of the Internet traffic to amazon.co.uk and its subdomains.

Source: Alexa

Images9.5

19% of images have a clearly defined size

32 images are being resized by the browser

Page titles10.0

100% of pages have defined titles

0% of page titles are weak

  • All pages were found to use page titles appropriately. Page titles appear in search results and at the top of the browser's window when visiting the site. Appropriate page titles are particularly important for search engine optimisation.

Domain agei

  • Sorry, we cannot check the domain age of .co.uk websites.

Freshnessi

  • Sorry, we couldn't determine when this website was last updated. This is usually because its web server isn't reporting this information and we couldn't find enough other dates in the content of pages.

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